That strategy saw them acquire companies that created tools for podcasters and start-ups in that field to lay a groundwork for more content to be available on the platform, and they have created new programs in partnership with director Ava DuVernay and Higher Ground, the production company of former President Barack Obama and Michelle Obama. The reporting illuminates how that move has seen Spotify benefit greatly as part of a strategy epitomized by their statement that “audio – not just music – would be the future of Spotify”. The news highlights the intricate details of Spotify’s aggressive venture into showcasing podcasting as a premier part of their services by bringing Rogan in. According to confidential sources who were privy to the full information of the deal since they worked on the negotiations, the actual value of the deal is estimated at more than $200 million. The deal, which saw the streaming service acquire exclusive licensing to host Rogan’s show in May 2020, was then valued at $100 million dollars for a period of three and a half years. In an article from the New York Times, it appears that the sum that the comedian and sports commentator received from Spotify was higher than many outlets stated in their reporting.
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